17 October 2013 0

Echoes on designing across scripts

Last Sunday, at the ATypI conference in Amsterdam, Alexandra Korolkova was awarded the Prix Charles Peignot for Excellence in Type Design. Although the award is for work in typeface design, Alexandra stands out for another reason: she has written, illustrated, and composed a book on typography within a very short time after graduation. I can’t read Russian, but I bought the book straight after she showed it to me in 2008, as a superb example of early achievement and determination. It also looks good.

In her acceptance speech Alexandra touched on the issue of typeface designers working in scripts they are not native to. The comments sparked some discussion on Twitter, when Laurence Penney noted the contrast with my article on Typographica reviewing the developments in global type design. My article encapsulated my research and practical experience in this area, rather than address the specific issue of contemporary designers working on multi-script typefaces. (I promised I’ll do this before too long.)

So far, so good. If nothing else, the exchange highlighted that the type world is not yet in agreement about the issue of designers shaping letters in scripts they can’t read. But this morning I was hunting for an unrelated reference and Spotlight brought up an email from the very first OpenType list that gave me that special feeling of

The email is dated 1 July 1998, and the subject is Matching glyphs from different scripts. It is part of a long thread, which does not survive complete in my archive, so it’s somewhat in medias res. I’ve anonymised the correspondents, and excised a short paragraph that was referring to another thread. Otherwise it’s as was.

 

Dear [A] and [B], I think you missed my point. Please let me explain.

First I wrote:

Greek certainly proves the point that, while proficiency in a non-native language helps the designer, it by no means an essential condition for excellence in type design.

This is supported by typefaces such as Porson Greek, Scholderer’s New Hellenic, the Max Steltzer Series 90 (via Schelter & Giesecke), more recently some of Matthew Carter’s designs. Although the first two knew classical Greek, the conditions of approaching a language as an object of scholarly observation and analysis based on a finite and immutable set of texts, and the conditions of reproduction of such texts, argue against the
classicists having a dynamic relationship with the language. A native user not only engages in dialogue, but also encounters the written/printed language in unknown format & content, and in huge variety. On the other hand, there are too many typefaces designed by Greek graphic designers / computer engineers / whatever in which the native familiarity with the language did not do the least good in terms of the typographical quality of their work. I cannot refer to examples here, since such typefaces are limited to the domestic market, but I promise to bring a folder with examples at ATypI 98 (I showed some examples in my talk at ATypI 97, if things go as planned these will get a wider airing in the coming months).

My point is that the ability to design a successful typeface, resides primarily in the ability to digest as much as possible of the script’s/language’s typographical tradition, analyse it in formal terms pertinent to typograhical design (which are not necessarily as exact as an engineer would have in mind) and apply the personal interpretation stemming from experience, opinion, and talent of the individual. The reason why non-native designers find Greek much harder than their native flavour of the Latin script is not their inability to converse in Greek, but the lack of continuous contact with a plethora of Greek letterforms. (To this you could add the lesser factor of the unfamiliarity with scribal letterforms, but this is a huge debate in typographical circles, and I would take it with a pinch of salt.)

[A] wrote:

I’m afraid you cannot convince me that you believe this when two breaths later you aver

My feeling … is that people at the right places are becoming much more aware of the need to *test a design with qualified native speakers ….* The problem with marketing would seem to be the budgetary and scheduling pressure for few test/feedback cycles. But still, I think the situation nowadays is better than a a decade or two ago.

I’m terribly sorry, but if you grant the requirement to test a design with native speakers — and then go on to decry the evil of budgetary constraints which allow only a “few” test / feedback cycles, you are not doing anything but confirming my original claim in different language. The glyphs may have been rearranged, but they appear to add up to the same point.

[A], I did not write: “test a design with native speakers”, I wrote: “test a design with qualified native speakers”. The “qualified” bit is at least as important — if not more so — than the “native” bit. The non-typographically aware reader is a very poor judge of typeface design, simply because familiarity with the language and the experience of daily exposure to a huge variety of written/printed letterforms makes reading a far from conscious excercise relying hugely on contextual deduction. This is well established and you can easily test yourself. The limited number of revision cycles (and note that I did not place “few” within quotes) simply encroaches on the amount of information the non-native type designer can receive from the _qualified_ native reviewer.

It is also very hard to accept that the type industry has more funds available for testing now than it did two decades ago ! … !

It probably does not. But the speed and ease of altering digital designs makes revision much easier than the production of hot-metal or phototype typefaces ever allowed, wouldn’t you agree?

Moreover I have problems with the implication that all the subtleties of a printed language can be resolved in a few “beta cycles”. A typeface is not some tacky little piece of software, no matter what technological clothes it wears.

Nobody suggested that “all the subtleties of a printed language” can be resolved in a few revisions, whatever these subtleties may be (which I am not sure I could answer conclusively). But I would think that it is beyond doubt that a promising design can be made at least adequate, if not quite good for producing printed/rendered texts in the language in question; and, of course, a design with no promise can be pointed out as such, so that no more effort is spent on it. Yes, a typeface is not a piece of software; it is a bunch of shapes and patterns of black and white whose designer intends to be preceived in a particular way. In other words, typefaces are subjective interpretations of relatively stable common denominators in a far-from-watertight cultural (in the broader sense) environment. It is precicely because of this definition that it is possible for a person with more experience/knowledge/ability/whatever to help another person with parallel qualifications to achieve a new subjective interpretation of these denominators that is accepted as valid within that cultural context.

I scent — perhaps I am being oversensitive? — a deeper implication here, that a great art/craft can be democratized to the point where virtually any “hack” can do it–an important postwar illusion that is gradually being punctured. […]

I think you are jumping to conclusions. Nowhere do I imply that it is possible to write a “Bible for Greek Type Design”. But I am certain that it is possible to put on paper unambiguously certain factors that affect significantly the probabilities a particular design has to be successful. For example, it is not possible to understand the development of Greek letterforms without correlating the changes in letterforms to political and cultural conditions a) within the Greek lands; and b) where Greek was used by non-Greek nationals. There’s nothing under this subject that cannot be put in a book (given the required research and effort) but much that contemporary type designers could not be bothered to delve into.

As a “beta tester” for Greek, I try to bring to the design process all the experience / knowledge / ability / whatever a design requires to be accepted by familiar users of Greek texts. I am confident that I give very good value-for-money, but I cannot guarantee the success of a typeface; that resides with the talent of the original designer. This factor, “the talent of the original designer”, is the only part of the  process that you can call an art. There’s more than one way of designing Greek. I can help the designer to make it “correct” Greek, but only the designer him/herself can make it beautiful.

[…]

I think [C]’s comment sums it up pretty well:
[...] The obvious answer to this dilemma is education and cooperation. We all need to learn from one another, and there will be mistakes but this is the only sensible way to go within our field. [...]

**********

Nothing new under the sun. (And, five years later, [C] would spearhead a project that marked a peak for cooperation in typeface design.)

 

Postscript

I don’t remember when the OpenType list first went live. My earliest emails date from Q4 1997. For several years the list was probably the best source of information and expert opinion for people developing the OpenType standard. Since wide character sets and typographic “smarts” were part of the standard from the very beginning, it is no surprise that many discussions addressed issues in global typography.

The OpenType list of the early years is unique. This was one of the first online fora that documented script- and language-specific information for digital typography in a manner that, to subscribers at least, was easily accessible. If I remember correctly, early archives were lost in one of the server moves. Although these threads exist on subscribers’ personal archives, as far as I know they have not been made public. I’d love to be proven wrong.

 

21 September 2013 0

You can’t put a price on expertise

Them:

Good afternoon,

[publisher name] is currently considering a book proposal titled [something to do with your work]. We are looking for reviewers who actively teach this course or a course on Graphic Design / Typography / Communication Design / Visual Communication. You will have approximately 1 week to complete your review of a proposal including an abstract, sample material and table of contents; the honorarium will be $50 worth of books from [publisher name]. We will send the material via email attachment.

If you are interested in reviewing, please reply and let me know:
• The name of the course you teach.
• When did you most recently teach it, and how soon will you teach it in the future?
• What book, if any, do you require your students to use in the course?

Thank you in advance for your reply.

 

Me:

Dear [redacted name],

thank you for your email.

I’m sorry, but I cannot help you. My rate for commercial work is 150 GBP per hour, or 750 GBP per day. I am happy to come down if the project is one I am really keen to be involved in, but, in all honesty, 50 USD in book vouchers is insulting.

A saying about monkeys and peanuts does come to mind.

Good luck with the project,

 

I never heard back.

 

 

2 September 2013 0

Typography everywhere

Slide from Ampersand lecture

 

The first time I heard a typographer complain that people who design texts for screens “don’t get typography” was in 1994. Since then I’ve heard this repeated many times, but relatively few people moved from a – usually unspecified – “what they don’t know” to “how can we explain what matters?” There’s been notable efforts (not least Bringhurst on the web) but I never felt they capture the more complex of typographic decisions.

I’ve been thinking about what typographers would need to explain to related professionals, but a discussion last January with Rich Rutter (who, incidentally, was also responsible for the online Elements I link to above) and Ben Mitchell spurned me to put my ideas into a self-contained presentation. The talk, the first of three that outline similar ideas, is is now on Vimeo. The other two will happen in Paris in a couple of weeks, and in Munich in November.

26 July 2013 0

Slanted Babylon

Slanted Babylon covers Slanted Babylon spread

 

I’ve got an essay in the special issue of Slanted on non-Latin typeface design. It’s only available through the online store (or to attendees of the Granshan conference in Bangkok). My text is typeset in some shade of pink, which is a very popular colour in Thailand. It will probably be re-published in some other title as well.

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